digital marketing: current trends in igaming
TRANSCRIPT
Topics:1. Who is the Income Access Group?2. Top 3 digital marketing trends in iGaming3. Impact of social gambling on iGaming4. Mobile in 2015
INCOME ACCESS: WHAT IS OUR GLOBAL EXPERIENCE?
250+ leading operators in 50+ markets, across North America, South America, Europe, Australia, and Asia.
Offices in 3 continents for 24 hour service
Trend one: efficiency through technology Tracking all of your acquisition channels in one central
location allows for easier reporting and evaluation
• This means making quicker, better informed decisions about where to invest in marketing
Targeting is key - the more targeted the messaging across acquisition channels, the higher value of customer
• This is even more important for mobile, effectively
communicating at a device level to ensure a positive user experience
Work with the end in mind: work backwards from budget, acquisition and CPA goals; it may be difficult to visualize in the beginning, but it is important to determine your finances from the get-go
User experience is king
Trend two: knowing your customer In Europe, we are seeing consolidation of brands
because of the volume of operators in the market
Having successful brand analytics is key
Biggest brands are adapting to new market contexts and consumer habits
Brands that are most successful know customer efficiencies related to brand analytics
In the United States, there is a lack of consolidation and still a great opportunity for growth
Land-based properties can learn from Europe by understanding customer preferences and habits
Brands should apply an integrated approach to digital and property branding
Trend three: cohesive marketing
Creating an integrated marketing strategy is important for targeting valuable customer segments
Successful brands are evaluating offline, online and mobile marketing efforts for a complete picture of the customer
A holistic marketing ecosystem consists of a balance between above-the-line and below-the-line marketing efforts
Above-the-lineTV
Radio
Billboards
Ad networks (online and mobile)
Digital Below-the-line
SEO
Google (PPC)
Facebook and other social media networks
Affiliate marketing
Email marketing
Blurring the lines of social and real-money Customer saturation means the need for innovative solutions
and content to match customer habits and preferences
There is a considerable amount of research which shows a correlation between free-to-play games and real money gambling in young people (Ipsos MORI, 2014)
eMarketer expects US adults to spend 5 hours 46 minutes with digital media daily this year
Paying social gaming customers spend an average of 15-16 minutes per day (ISGA)
Blurring the lines of social and real-money Social casino offerings create opportunity for:
New partnerships and customer segments
Innovation in products and content
Customer stickiness
Wider reach of pickup
Real-money brands are now integrating social elements to their products
Example: Casino Saga
Mobile in 2015Mobile considerations
Things to consider:
1. Does mobile have an impact on acquisition?
2. Have you optimized your product and brand for mobile consumption?
3. Integrating mobile into your digital marketing strategy
Mobile in 2015Mobile related to acquisition
Things to consider:
Does mobile have an impact on acquisition?
4.55 billion mobile users in 2014
This past year, there has been an average of 29% year-on-year surge in mobile users
Mobile penetration of the online casino vertical: MECN reports that online casino brands’ mobile revenue rose to 49% of their total turnover in Q3 2014
Approximately 56% of online sportsbook revenue coming from mobile
Mobile in 2015Mobile and optimization of your product
Things to consider:
Optimizing your product for mobile
Accessibility (creating a mobile-friendly and mobile-responsive product)
» Mobile apps
» SEO
Usability (responsiveness and customer journey, quality of experience)
Visibility (how easy is it for users to find your app?)
Mobile in 2015Mobile as a marketing channel
Things to consider:
Integrating mobile into your digital marketing strategy
Mobile should not be treated separately and needs to be integrated into the overall marketing strategy
Cohesiveness of branding and user experience
Mobile becomes a key component of your acquisition campaigns
Key takeaways: Having a cohesive and integrated digital marketing strategy
Implementing the proper tools and mechanisms for tracking and reporting marketing efforts
As market consolidation occurs, brands must clearly understand their customers and content consumption habits
Innovation through mobile and social offers opportunities for brands to engage with current customers and extend their reach to new segments
THANKS FOR ATTENDING
For more Information, please feel free to:
• Stop by the Income Access Booth: N7-300• Email: [email protected]